Beyond The Buzzwords:How

Optometr is ts Market Thei r Pract ice wi th Socia l Media

Nathan Bonilla-Warford, OD, FAAO

REAL

A bit about me

• I practice in Tampa, FL• Solo doc – Bright Eyes Family Vision Care• Specialize in Vision Therapy • Social media consultant since 2009

Tweet @NateBW Text 813-469-2366

Questions?

My Assumptions

1) You want to be successful2) Social Media is here to stay3) Social Media is good for Business4) Social Media is good for Optometry5) You want to know more

First, a show of hands

How many here:

First, a show of hands

How many here:

• Have a website?

First, a show of hands

How many here:

• Have a Facebook Account?

First, a show of hands

How many here:

• Have a Blog?

First, a show of hands

How many here:

• Have a Pinterest account?

With social media, there is a

W I D Edifference in knowledge & experience.

ASK QUESTIONS!

What is Social Media?

• Media designed to be disseminated through online social interaction, created using highly accessible and scalable publishing techniques. Social media includes websites like Facebook, blogs, and networks like Twitter and Youtube. All of these allow for instant interaction with unlimited people in an organized fashion, largely cloud-based and on smart phones or tablets or desktops from almost any location at any time around the clock, blah, blah, blah, engage with real-time back-channel curation to optimize your crowd-sourced ROI of viral platforms.

What is Social Media?(Buzzword free)

Ways to share stuff online

(Note: Everything online is shareable.)

Evolution of the Web:

• Web 1.0: Webpages, links

• Web 2.0: Social, interactive

• Web 3.0: Mobile, location

Online Trivia….

• Globally __ % of adults use social media

• Social networking is ___ most popular online activity.

• Over ___ billion smartphone app uses per year.

• Average of __ minutes a day on smartphones.

• Over ___ million people shop online.

• Of those, __% share purchases online.

Online Trivia….

• Globally 62 % of adults use social media

• Social networking is ___ most popular online activity.

• Over ___ billion smartphone app uses per year.

• Average of __ minutes a day on smartphones.

• Over ___ million people shop online.

• Of those, __% share purchases online.

Online Trivia….

• Globally 62 % of adults use social media

• Social networking is THE most popular online activity.

• Over ___ billion smartphone app uses per year.

• Average of __ minutes a day on smartphones.

• Over ___ million people shop online.

• Of those, __% share purchases online.

Online Trivia….

• Globally 62 % of adults use social media

• Social networking is THE most popular online activity.

• Over 400 billion smartphone app uses per year.

• Average of __ minutes a day on smartphones.

• Over ___ million people shop online.

• Of those, __% share purchases online.

Online Trivia….

• Globally 62 % of adults use social media

• Social networking is THE most popular online activity.

• Over 400 billion smartphone app uses per year.

• Average of 77 minutes a day on smartphones.

• Over ___ million people shop online.

• Of those, __% share purchases online.

Online Trivia….

• Globally 62 % of adults use social media

• Social networking is THE most popular online activity.

• Over 400 billion smartphone app uses per year.

• Average of 77 minutes a day on smartphones.

• Over 160 million people shop online.

• Of those, __% share purchases online.

Online Trivia….

• Globally 62 % of adults use social media

• Social networking is THE most popular online activity.

• Over 400 billion smartphone app uses per year.

• Average of 77 minutes a day on smartphones.

• Over 160 million people shop online.

• Of those, 60% share purchases online.

Why Social Media for your Practice?

• SM fans more likely to spend • Doesn’t cost money (but is not free)• Ability to update in real-time• Failure of traditional methods• SM growing rapidly in all demographics• All the cool kids are doing it• 5X more people trust SM reviews to ads

Social Media Ground Rules

• Social Media is like Real Life• Separate public and private• Billboard Rule• Breadcrumbs• Filtering• Most Things Don’t Go Viral• People are interested in THEMSELVES!

Social Media Ground Rules

• Social Media is like Real Life• Separate public and private• Billboard Rule• Breadcrumbs• Filtering• Most Things Don’t Go Viral• People are interested in THEMSELVES!

Social Media Ground Rules

• Social Media is like Real Life• Separate public and private• Billboard Rule• Breadcrumbs• Filtering• Most Things Don’t Go Viral• People are interested in THEMSELVES!

Social Media Ground Rules

• Social Media is like Real Life• Separate public and private• Billboard Rule• Breadcrumbs• Filtering• Most Things Don’t Go Viral• People are interested in THEMSELVES!

Social Media Ground Rules

• Social Media is like Real Life• Separate public and private• Privacy• Billboard Rule• Breadcrumbs• Filtering• Most Things Don’t Go Viral

I act nice to your

face because you

pay me.

But really I am a

total jerknozzle.

Social Media Ground Rules

• Social Media is like Real Life• Separate public and private• Billboard Rule• Breadcrumbs• Filtering• Most Things Don’t Go Viral• People are interested in THEMSELVES!

Social Media Ground Rules

• Social Media is like Real Life• Separate public and private• Billboard Rule• Breadcrumbs• Filtering• Most Things Don’t Go Viral• People are interested in THEMSELVES!

Social Media Ground Rules

• Social Media is like Real Life• Separate public and private• Billboard Rule• Breadcrumbs• Filtering• Most Things Don’t Go Viral• People are interested in THEMSELVES!

Social Media Ground Rules

• Social Media is like Real Life• Separate public and private• Billboard Rule• Breadcrumbs• Filtering• Most Things Don’t Go Viral• People are interested in THEMSELVES!

Social Networks

• Facebook – Largest network, almost 1B users – Ave user spends 8 hours per month

• Twitter – Useful for quick, short communication.– 84% of marketers use it

• LinkedIn– Largest network for business– 71% of marketers use it

• Google+– Google’s “social spine”

Blogs

• Usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video.

Content Communities:

• Pinterest – New, fast-growing, Collections of images

• YouTube – Largest video collection

• Review Platforms (Yelp, Angie’s List) – Business reviews

• Location Based (Foursquare) – “Check-in”, get rewards, recommendations

Social Media Strategy Overview

• Outline your goals • Identify target audience• Combine SM with existing efforts• Empower your patients to talk about you• Test• Test• Test

Social Media Do’s

• Be Your Truly Awesome Self• Be interactive• Post interesting AND useful content• Make it easy for people • Encourage people to check in and review• Get staff involved• Be consistent

Social Media Don’ts

• Don’t make it all about you • Don’t be a machine• Set it and forget it• Spam• Do it all yourself• Spend more than 15 minutes a day

SM for Students

• Educate Yourself• Network, Network, Network• What you post now is what future

colleagues and patients will Google.

SM for Employed ODs

• Increase your value to a practice• Create your own brand• Contribute to Optometry

SM for Opening Cold or Young Practice

• Start Promoting Yourself & Practice ASAP

• Book before the doors open• Highlight specialties and

unique qualities• Getting patients excited

SM for Mature Practice

• Patient Retention • Increase recall effectiveness• Increase sales per patient• Gain patient feedback • Network with potential partners/buyers• Add value for sale

SM for Everyone

• Educate yourself.• Don’t forget the backchannel.• Interact with publishers and organizations.• Have fun!

You are not alone

Social Outsourcing Options• ECPSocial• EyeCarePro.Net• Uptempo Group• Local companies

Take-aways

• Do Facebook. Don’t blog. • Be creative. Play games. Have fun.• Spotlight your patients as much as possible.• Get staff involved.• Look at reviews – good and bad.• Be efficient. Don’t get sucked in.• Hire outside help if you need to.

Take-aways

SOCIAL MEDIA

is

WORD OF MOUTH

References

Stats:• http://thesocialskinny.com/99-new-social-med

ia-stats-for-2012/

Pictures:• http://www.flickr.com/photos/spine/• http://BrightEyesTampa.com• http://www.tenterdentown.co.uk/ • http://www.flickr.com/photos/chriggy/• http://www.lifehacker.com.au/2012/02/ask-lh-

how-can-i-tell-if-my-diet-and-exercise-routine-is-working/

Books:

• Searchial Marketing by Alan Glazier, OD

• Social Pollination by Monica O’Brien

• Six Pixels of Separation by Mitch Joel

• Groundswell by Charlene Li & Josh Bernoff

• Social Media 101 by Chris Brogan

Social Media Blogs:

• Mashable: http://mashable.com

• Social Media Examiner: http://www.socialmediaexaminer.com/

• Social Media Today: http://socialmediatoday.com/

Eyecare Communities Online:

• Optcom: http://optcom.com

• ODWire: http://ODWire.com

• ODsOnFacebook: www.facebook.com/groups/122070001227892/